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Episode 67: How to Win Client Business with Doug Fletcher

Welcome to episode 67. In today’s episode, I have a great chat with Doug Fletcher about the consumer buying journey.

Doug Fletcher has 25 years of client development experience in management consulting, and is the best-selling author of How To Win Client Business and How Clients Buy (with co-author Tom McMakin). Doug is a leading U.S. educator on the topic of client development in consulting & professional services. He splits his time between speaking, writing and teaching. In addition to his consulting, Doug also serves on the board of directors of The Beacon Group, a growth strategy consulting firm headquartered in Portland, Maine.

Doug and I discuss why the consumer’s buying decision journey is so vastly different for products than professional services and what we can do to be good at winning client business in the work we do as service providers.

 

Specifically, here’s what you will learn:

  • What is the difference between selling a service compared to a physical product?
  • Why we have to unlearn everything we think we know about selling products in order to be good at winning client business in the work that we do.
  • What we can do to help ourselves increase the degree of confidence in our potential clients to buy from us.
  • Why patience is sometimes the fastest way to get what you want.
  • What we need to do as we share our services to build awareness and rapport
  • What blocks people from following through and what are some of the things that people can do to help them follow through?

Ready to learn more? Tune in!

 

Connect with Doug

Website: https://www.fletcherandcompany.net/ 

LinkedIn: https://www.linkedin.com/in/dougfletcher/ 

 

P.S: Let’s talk!  Do you want a free coaching call with me? 

If you’re a coach, consultant, or course creator that:

  • Wants to build a business but doesn’t know how to sell yourself or your work.
  • Is struggling to connect with ideal clients or close the sales you need to generate the revenue you want.
  • Wants to stop feeling overwhelmed with busy work and can’t find the time to focus on the high value strategic work you need to be doing
  • Struggles to put a price on the value you bring

Then you’re in the right place!

Let’s connect to find a way for you to earn more profit, reach more clients and make a bigger impact.  Book a time with me today here: www.sellfromlove.com/discoverycall

If you have a specific question or topic, you’d like me to talk about on the podcast I want to hear from you. Email me at finka@finka.ca to share it with me. 

And if you enjoyed this episode, please pass it along to a friend or colleague that would also benefit from learning to Sell From Love.  

Buy the Sell From Love book here!

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Module 07Design a Marketing Strategy that Feels Good

The goal of this module is to make your Brilliant Difference and Most Important Thing Offer – VISIBLE.

There’s a saying, build it and they will come. We wish that it worked this way, rather fear does; because then we wouldn’t have to put our selves out there, up for judgement and rejection. Sharing your work, your services and expertise can be scary. But when we come from a place of love, as author Susan Jeffers says we “feel the fear and do it anyway.”

That is how we sell from love. We acknowledge fears presence and at the same time we take action that is aligned to our deepest desire and highest potential and possibility.

In this module we talk about the journey of making you and your offer visible to your clients and the milestones along the way, that will ultimately get you both to a place of saying YES, to working with each other.

Visibility is an option you decide on. My hope after this module is that you make a decision to be visible, in a way that feels good to you and is on the edge of your comfort zone. We need more of you, your Brilliant Difference and your work out in the world. Let’s help your ideal clients find you by showing them where you are.

In this Module you will:
  • Recognize how fear holds you back from sharing your gifts and making a difference
  • Identify how indecision is standing in the way of you serving more clients and growing your business
  • How selling from love will help you be more visible in your business and leadership
  • Brainstorm visibility options that will grow your presence in the marketplace
  • Understand how a sales funnel is clogging up clients and opportunities for you to connect and work with
  • Identify the only marketing strategy that costs you nothing and can be attributed to the best visibility plan you can create for you and your business
  • Learn about the four costs your client incurs if they choose to say yes to you and the one investment, they can make room in their budget
  • Recognize your clients’ readiness to buy using this simple tool so you don’t get stuck spending time doing activities that don’t get you results
  • Define how you will inform and enlighten your clients so that you increase brand and problem awareness to your ideal client
  • Identify your core activities you will commit to build trust and engagement with your clients
  • Assess your profit plan and determine your invite and enroll activities and commitments
  • Design a marketing plan that feels good and is in alignment to you
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Module 06Craft a Compelling Offer

The goal of this module is to clarify and confirm your most important thing – your offer.  In essence, it is what are you selling that you will use to serve your clients with and help facilitate the transformations they are seeking.

There are two important parts of the offer conversation we need to highlight here –

  • What are you offering to your clients – what are they getting?
  • What your clients are offering to you – what you are receiving for extending that offer?

Fear as a tendency to get in the way when we get to this part of the selling process.  But, not anymore, because you’re seeing that your offer is not about you, it’s about your clients and what they will get as a result of working with you.

In this Module you will:
  • Clearly describe what an offer really is
  • Describe multiple forms of offers you have available to deliver to your clients
  • Three ways to approach your offer so fear doesn’t get in the way and sabotage your efforts
  • An understanding of how your offer fits into your overall clients’ experience journey
  • Describe three pricing strategies that will help you determine the exact fees for your product and services
  • Identify the key components associated to the financial health and well being of your business
  • Build your business profit plan so you are clear on your goals and offers that will get you there
  • The relationship with pricing your offers and making money
  • How the beliefs about money influence and inform how you show in your business
  • How selling from love will help you experience more happiness, success, fulfillment and earn more money doing it
  • The comfort to courage zone path to making and receiving money for the work you love to do
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Module 05Define Your Clients’ Transaction to Transformation Story

The goal of this module is to help you identify what is really happening when you sell. There’s the thing you are selling, and then there’s the thing your client is buying. What are the differences? And how do you not let selling from fear interfere and water down your transformation to a transaction.

At every stage of selling, fear has an opportunity to enter, this is even more prevalent when we are engaging and enrolling a client into our offers. This module is all about getting you aligned to what you are really selling – a transformation and giving you the tools to communicate that to your clients. This way you and your client are on the same page with what you are selling and what they are buying.

In this Module you will:
  • Learn the one client niching strategy that will conquer your niche-fears
  • Have the five qualifiers to determine if your ideal client is ideal
  • Use market segmentation to describe your ideal client
  • Describe the four transformations your client is seeking for you to facilitate a change in
  • Identify the difference between what you are selling and what your clients are buying
  • Have a list of open-ended questions to help you and your client discover the transformations they seek to create most
  • Define your transformational impact in three distinct categories that matter most to your client
  • Learn the benefits to having a transformation story
  • How to craft a transformation story, so you no longer get stuck in fear-based transactional details
  • Have best practices on how to use your SFL Client Transformation Story in your client interactions
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Module 04Discover Your Essential Client Conversation Skills

The goal of this module is to help you learn and understand how to create an environment that facilitates trust, connection, and confidence with your clients.  You play a critical role in making this happen for yourself and your clients, so fear does not get in the way of your intentions and impact.  In this module you’ll learn how to create a safe space for your clients that help them choose you as their trusted adviser.  You’ll also walk away with the most important conversation skills you need to that will help you do that.

In this Module you will:
  • Learn the two things happening during a sale and how it could trip you back into fear-land
  • Understand how to unhook yourself from fear and reconnect to love so you can have client conversations that are built on a foundation of trust, connection, and confidence
  • How to create a safe space for your clients choose you as their trusted adviser
  • Identify the three roles you play in any give client interaction and the most important role you need to be taking on
  • The four must have skills to engage, invite and enroll your clients
  • The role fear and love play in each of your essential conversation skills; how they hinder and help your clients
  • Tips on how to use the four essential conversation skills in your client engagements to build strong, trust-based relationships
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Module 03Use Love as a Sales Strategy

The goal of this module is to help you move from your comfort zone and into your courage zone with love. Selling is filled with opportunities for fear to poke its head up inevitably holding you back from sharing your work and making the impact you know you are here to make. This is why we need to acknowledge that fear will be there, especially in times when you’re doing something you’ve never done before or reaching for goals you’ve never set out to accomplish before. This module is all about equipping you with the right tools to move forward with confidence, elegance, and ease.

In this Module you will:
  • Identify how to make change that finally lasts so you can follow through on your great ideas, big dreams, and bold ambitions
  • Learn how our brain holds us back from moving forward on your business and life goals
  • Describe the three zones we live and work in and how they affect your potential and possibilities
  • Design your Courage Zone moves, so you know exactly what action to take next without getting stuck in FUDGE
  • Identify how fear is getting in the way of your courage zone opportunities
  • Define which fear-based protection strategies are limited your impact and results
  • Understand how to reframe the burdens fear puts in the way of your selling and marketing efforts
  • Walk away with a newfound level of confidence that will give you an instant boost to overcome any challenge FUDGE puts in your way with this one practical tool
  • Learn how to use love as your compass, identify leverage the wisdom that lies within fear
  • Recognize the three power tools to help you navigate the uncharted waters from your comfort zone to your courage zone
  • Create a personal practice to help you have stay positive, gain more energy, design and stay committed to the outcomes you want to create
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Module 02Claim Your Brilliant Difference

The goal of this module is to help you discover and name your Brilliant Difference. This uniqueness you bring is here to add value and make change in the world. It’s here to make the word a better place. Focusing on who you are and finding the words to articulate your Brilliant Difference is fundamental to loving yourself, the first pillar to sell from love.
In this Module you will:
  • Define what a Brilliant Difference is and why you need one
  • Three barriers standing in the way of you discovering and claiming and your Brilliant Difference
  • The one easy trap we fall into that limits our potential and possibilities
  • Five ways to discover the value and impact of your Brilliant Difference brings
  • Discover a practical framework that will give you words to clearly and confidently communicate your value
  • Learn how to find words for your Brilliant Difference that your clients will understand and resonate with
  • Describe four ways to effectively communicate your Brilliant Difference
  • Learn how to craft the two most important words in your business and life
  • Describe the characteristics of a Brilliant Difference Signature
  • Define the three value elements you need to sell with confidence and attract clients
  • Craft the words to define your special gift and contribution
  • The value and impact of having a compelling and concise way to define your value
  • Learn the five steps to crafting your Brilliant Difference Statement
  • Have numerous examples to inspire the creation of your Brilliant Difference Statement
  • Learn how to curate a personalized list of brilliance that will give you the confidence you need to share your work and expertise
  • Identify the seven elements to craft a compelling Brilliant Difference Story
  • Apply the Brilliant Difference Story method to create your own story that inspires action and delivers goodness
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Module 01Unlock the Power of Love

The goal of this module is to increase awareness of when you are selling from love vs. fear and how embracing a new definition of selling will help you move closer to love.  Plus, you’ll learn all about how to manage the fears you face every time you market yourself and your business, make offers to sell your products and services, start on a new project or business idea.

In this Module you will:
  • Learn the difference between selling from love vs fear
  • The reason why selling from fear is a default selling model
  • Why today more than ever you need to sell from love
  • How to leverage love as a business strategy
  • A practical tool to help you stay on track and aligned to love
  • Learn the top selling challenges we face, even before we start selling
  • A new definition of selling that feels aligned and integrity to you and the impact you seek to make
  • The biggest selling opportunities you have right now to earn more profit, reach more clients and make a bigger impact
  • Learn how to build your business on a strong foundation from love, not fear
  • The one essential strategy that will give exponential results in your ability to focus, deliver client impact, and create business growth
  • Five ways fear will rattle you from you goals and how you can use love to get you back on track
  • Learn the exact mindset to overcome the fear-based selling barriers you will inevitably face
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